Colin Kinsella, who joined WPP as the CEO of Mindshare, NA this July from Digitas where he was CEO for North America, has been a leader in the movement to “real-time” marketing where agencies and their brands engage with consumers around scheduled and breaking news events.
In November, we interviewed him in Monaco about the efforts at real-time marketing at Digitas. You can find that interview here.
Last week, at the OMMA video conference during Advertising Week, we spoke with him about the real-time movement. He said that while video is the essential media element, cost around content creation presents barriers. Rather than using UGC, the he is very keen on using new technology providers – and cites Wochit, and Tel Aviv-based start-up, to provide video clips for campaigns in near to real-time.
Earlier this year, we interviewed Wochit founder Dror Ginzberg. You can find that interview here.